INDUSTRY NEWS
11 August 2008
Firms leveraging Social Media to Drive Marketing
A growing number of companies are deploying technology solutions to harness the power of word of mouth in order to raise brand awareness and drive improvements in marketing and product design, new research has revealed.
According to Aberdeen, the impact of word of mouth on consumer and business products and services has increased dramatically since the rise to prominence of social media.
Querying some 300 global enterprises, the research company learned that best-in-class companies are those launching the most successful viral campaigns, creating communities of interest and pushing brand support through various social media tools.
"Companies are enamoured with the possibilities of social media marketing as the foundation for consumer-driven referrals and brand advocacy," explained Jeff Zabin, research fellow at Aberdeeen.
"The challenge lies in identifying key influencers, engaging them as brand evangelists, and then tracking the impact of their words and actions over time."
Last week, analyst Gartner warned enterprises not to ban staff from using web-based social applications for fear of bad behaviour, urging them instead to create flexible policies that allow for effective management.
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